All posts
Automation
How often should a budget rule run?
A rule that runs hourly keeps restarting a campaign that is still learning; a rule that runs once a day carries a bad morning through to the evening. Which signal to read when you choose the interval — and when not to run the rule at all.
3 min read
Automation
How to write an automation rule you can undo
Every rule needs two sentences: when it runs, and what happens if it runs wrongly. Three familiar endings for rules that shipped without the second one.
3 min read
Guides
Three settings people skip in Meta's Conversions API
Matching browser events with server-side ones breaks on day one in most accounts. Event ID, deduplication and test events belong at the start of the setup, not the end.
2 min read
Automation
When two rules touch the same campaign
One raises the budget, the other pauses at the same threshold. Deciding which one wins by reading the condition rather than the order.
2 min read
Guides
The first thirty days in a new ad account
Every decision made before data accumulates is a guess. Which metric to read in the first month, which change to postpone, and why the learning phase shouldn't be interrupted.
2 min read
Measurement
ROAS or MER?
In-platform ROAS describes a campaign; MER describes the business. When the two disagree, what decides which one to trust is your question, not your measurement tool.
2 min read
Measurement
All three platforms claim the same sale
Meta counts a seven-day click, Google the last click, TikTok seven/one day. Why the dashboards add up to more than your actual revenue, and how to bring the comparison onto common ground.
2 min read
Guides
Setting up a UTM scheme once
As long as campaign names are typed by hand, reports need reconciling every month. A naming scheme that holds across all three platforms, and how to keep it intact.
2 min read
Creative
What warns you about creative fatigue before frequency does
By the time frequency climbs, it has already happened. Three-second view rate and post-click behaviour call fatigue days earlier.
2 min read
Creative
What to hold constant when you generate variants
If the image, the copy and the targeting all change at once, the winning variant teaches you nothing. A practical way to keep one variable at a time.
2 min read
Product
How approval mode works
Every change the agent proposes becomes a record first: what will change, which rule triggered it, who approved it. This is where it stops before going live.
2 min read
Product
Workspaces and roles
In an agency account each client sits in its own workspace; ad accounts, rules and limits never bleed into each other. What each role opens and what it closes.
2 min read